content is their throne customer is king and case study · sales process customer onboarding...

©2018 Gainsight. All Rights Reserved.

CASE STUDYCustomer Is King and

Content Is Their ThroneShelly Berkowitz

ZuoraAaron Fulkerson

MindTouch



SPEAKER DETAILS

AARON FULKERSON

● Co-Founder and CEO, MindTouch

● Self-service customer success software

● Serving millions daily across high tech, manufacturing,

service, and travel industries

SHELLY BERKOWITZ

● Senior Director, Zuora University

● Subscription management technology

● Zuora supports over 1000 customers worldwide

including Dell, Vivint, Schneider Electric, Box, The

Financial Times, and General Motors

@MindTouch #Pulse2018

96% of customers who have a high-effort

customer experience will become disloyal

96% of customers who have a high-effort

customer experience will become disloyal



79% of customers would rather use self-service

than a human assisted support channel

79% of customers would rather use self-service

than a human assisted support channel


Forrester


75% of companies have had Customer Success

for 0-3 years

75% of companies have had Customer Success

for 0-3 years



60% of professionals have been in Customer

Success for 0-3 years

60% of professionals have been in Customer

Success for 0-3 years


SCALABLE CUSTOMER SUCCESS

STARTS WITH CONTENT

@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.

SCALABLE CUSTOMER SUCCESS

STARTS WITH CONTENT


THE TYPICAL CUSTOMER EXPERIENCE TODAY

THE TYPICAL CUSTOMER EXPERIENCE TODAY


HIDDEN AWAY


DISORGANIZED CHAOS



SCALING REQUIRES:CUSTOMER FOCUSED

CONTENT EXPERIENCE

SCALING REQUIRES: CUSTOMER FOCUSED

CONTENT EXPERIENCE


Whether you’re onboarding and supporting the success of

1. Customers

2. CSMs

3. Buyers

YOU’VE GOT TO USE CONTENT (and automation)

TO SCALE EFFORTS

Bottom Line


Challenge


The Challenge

● Complex technical products

● Customer on-boarding

● Hyper-growth customer base

● Fast growing team@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.

So our customer success remit is broad, and fueled by content....


A modern approach to self-service was

required

A modern approach to self-service was

required

Sales process

Customer onboarding

Implementation Go live

The Role of Content from Discovery to Go Live

zuora.com for thought

leadership, case studies & best

practices material

Knowledge Center for detailed product

information & Developer Center for APIs tutorials,

sample libraries

Community to engage with other

users

Zuora University training and onboarding


Community to stay connected to other users,

learn the latest news, share product feedback

Knowledge Center & Developer Center for

continued reference and just-in-time answers

Zuora University for product training and

certification

The Ongoing Role of Content Post Go Live

zuora.com for business-level guidance

through case studies & best practices guides


Outcome Outcome

©2018 Gainsight. All Rights Reserved. @MindTouch #Pulse2018

> > >98% of transformation projects are multi- phased transformational implementations (vs POCs)

>30% increase

in customers with

<1% increase in Support tickets

<2% of customers who engaged success content churn

38% ticket deflection



Since 2015:

79%Traffic from organic

(Google) search

“The Zuora Success Center is our 24x7 Sales Engineer that accelerates our Sales Cycle”


“Before self-service, 37% of prospects required a trial or

POC before becoming a customer, now it’s less 2%.”


A Battle Tested Approach

A Battle Tested Approach


ROCK STARS LIKE THESE


ROCK STARS LIKE THESE

96% RENEWAL RATES SINCE WE

LAUNCHED THIS MODEL


96% RENEWAL RATES SINCE WE

LAUNCHED THIS MODEL

Negative Churn


Negative Churn


SCALING REQUIRES:CUSTOMER FOCUSED

CONTENT EXPERIENCE

SCALING REQUIRES: CUSTOMER FOCUSED

CONTENT EXPERIENCE



Requires Making Sense of This:

Product• Product manuals

• User guides• In-product contextual help• Specifications• Release notes• Product announcements• Known issues• Product videos

• Technical sales sheets & marketing• Competitive differences• Reference materials

Training• Training materials

• Best practices• How-tos• Tutorials• Videos• Customer configurations• Implementation documentation• Customer samples

• Workflows• Technical use cases

Support• Support tickets

• Closed cases• Knowledge base• Call center scripts


Maturity Model Stages

REACTIVE




EFFECTIVECustomer-focused content combined with capture and reuse

REACTIVE





PROACTIVEExtend content across customer journey

REACTIVE





PROACTIVEExtend content across customer journey

PREDICTIVEPredict customer behaviors and drive business outcomes

REACTIVE



THANK YOU


● What’s your content success map?

○ The precise concepts/topics that create

renewal/upsell or churn

● How do you create one?

○ Micro-content structure (topic based or atomic)

○ Web analytics and marketing automation

● Which Silos do you tap?

○ Knowledge base, training center, documentation

Step 1- Prep for Scale



Step 2 - Feed the Engine

● Who are your subject matter experts?

○ Product, Support, Success, Training, and

Technical Sales

● How do you make it effortless to capture and reuse

knowledge?

○ Knowledge Centered Service (KCS®)

or similar method adapted to constituent



Serving the Customer Journey

● Identify critical customer touchpoints

● Marketing automation, retargeter, web analytics(content paths, personas, conversions)

● Enhance eCommerce, CRM, websites, in-product, and support channels

Step 3 - Proactive

Renewal / Account Management

Marketing Channels

In-Product Help

Commerce

CRM & Sales Management

Support Agent Productivity



● Predictive success paths/maps

● Customer health score

● Customer marketing campaigns

● Retargeter campaigns

● Lead scoring

● Organic search (SEO)

● Product strategy (content path / performance)

Step 4 - Predictive


content is their throne customer is king and case study · sales process customer onboarding...

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